The third most common question I’m asked by consultants of all stripes from all types of firms is, “Where do you get the ideas for your articles week after week?” I keep hoping that will be followed up with, “May I donate a new Tesla to your collection?” but no one’s popped that question. Yet. While I’m waiting, let’s talk about where you can find inspiration for your content.

Consultants who want to heighten their visibility often make a list of the topics they want to write and speak about. Topping their lists are their viewpoints (“Why Everyone Should Eat Chocolate by the Pound”) and the solutions they offer (“How Chocolate Will Save Your Marriage”).

Alas, asking yourself, “What do I want to say?” is a misguided starting point for your topic list.

It’s upside down thinking—it makes the article about you rather than you reader, and that’s dull.

It’s easy to run out of ideas about what you want to say.

A better starting point for developing your content is asking yourself this:

“What questions do my prospects have?”

Your prospects ask tons of questions every day. Every one of those questions is fodder for an article, a blog post, a white paper, a webinar, a podcast, or even an entire book.

This may lead you to wonder, “How do I find out my clients’ questions?”

I quickly cobbled together a catalog of about 40 sources of questions that’ll stock your topic cupboard. For now, though, let’s start with a shorter lineup and see if any readers (ahem, that would be you) contribute more ideas.

Clients

Questions posed by clients are my favorite and, virtually inexhaustible resource. Since I talk with consultants (and corporate clients) in a wide variety of situations and firms every day, and I always ask “How else can I be of service?” I’m treated to new questions daily.

Client Errors

Clients make mistakes all the time. That’s why they need you. Of course, for every 10 mistakes you observe your clients making, you’re only hired to help resolve or prevent one. What about the other nine? Clients are implicitly wondering how they avoid those mistakes too. And that’s where you get the idea for, “How to Avoid Mistakenly Shipping Your Inventory to Idaho.”

Other Consultant’s Blogs, Forums and Speeches

There must be dozens of consultants, large and small, who offer the same service to the same prospects as you. What are they writing about? What questions are they answering?

Quora and Other Open Forums

For example, I typed “Lean” into Quora. That instantly produced over 1,000 questions related to the Lean methodology. Lean consultants, there’s probably 300+ blog post ideas sitting on Quora for you.

LinkedIn Groups

I bet you can find at least a dozen groups related to your area of expertise. I arbitrarily typed “potato” into the search bar on LinkedIn and up popped a potato farming group with 3,800 members. If you’re a potato consultant, there’s 3,800 souls asking starchy questions.

Trade Magazines

HARO, PR Leads, etc.

This is like looking at trade magazines, but getting the inside scoop before the articles are even published. Journalists pose questions for experts to answer. You could (and should) respond to the journalist. Also you could (and should) write your own article or speech on the question the journalist posed.

Trade Conferences

Similar to trade magazines, but in this case look at the topics that other folks are speaking about. Why was “10 Steps to Better Pea Soup” chosen by the meeting organizer? Because it’s answering questions attendees are asking.

Other Experts

You’re constantly talking to other experts in your field to improve your own capabilities. (You’re doing that, right?) Ask them what questions other folks pose to them. Voila, a dozen juicy topics will be handed to you.

Google’s Search Box

Google uses magic to finish your thought when you’re typing. I keyed in “How are bottles” and Google suggested, “made,” “recycled,” “corked,” and “vacuum sealed.” Presumably those suggestions are based on questions other people have asked.

As I said, I just scratched the surface on ideas. Where else do you get ideas for content?

Be inspired by what you see and experience! When I travel or visit a new place, I have my cell phone camera ready to take photos of what interests me. (The photos are for use in the blog if useful.) Then I imagine what lesson can I glean from the experience. In a town outside of Hilton Head, I was at a shopping area and noticed a water fountain with a fountain for dogs at the base. By this I imagined the customer service that must be a part of the culture of this center. It’s simple and unexpected things that grab a customer’s attention. I blog what lesson comes to mind from what I experience. What I do is to ask, “How does this reinforce customer service?” or “How does this help my client?” Even when I am sightseeing, I find anything I sense (see, feel, smell, etc.) fair game for imagining how this relates. It’s all about brainstorming to tie to a topic at hand. It’s fun and it works. It also provides a different perspective on the topic for your client.

Paid subscribers, who are generally Public Relations professionals, receive the notices either as soon as they are approved by HARO staff or ONE HOUR before unpaid subscribers. That means subscribers on the FREE HARO service are at a double disadvantage. They are at least one hour behind the distribution and these professionals have used that time to develop what may be a superior pitch.

I mention this because individuals often ask me, as a Public Relations professional, about HARO. They are not aware of the paid subscription service. I feel it is a reality check to let them know their chances of getting through to the reporter are diminished, though not eliminated, by this two-tiered system.

Your readers can determine whether the fees ($49/month and $149/month) are worthwhile.

HARO’s come a long ways since the early days of Peter Shankman’s personal list. I totally agree that a premium subscription may be very useful for some consultants. With the idea of just finding questions for blog topics, the free version is probably helpful. I’m glad you posted this useful information, Janet–very helpful.

David, congrats on a very useful answer to the vexing question of what to write about next? And not just one or two answers but a baker’s dozen or thereabouts! Your client-driven perspective never fails to guide us down the right path.

Clients tend to point us down the right path, and we’re wise to follow their direction… or else we find ourselves on a lonely trail occupied only by other consultants! Thank you for the support, Jonathan.

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